Is your go-to-market organisation working effectively to drive growth?

Nick Widdowson • February 19, 2021

BASE® Brands was born out of the insight that major brand owners and organisations of scale struggle to efficiently pull together, surface, activate and measure all the elements of their go-to-market plan in one place. 

The problem facing large organisations 
 
Many organisations of scale struggle to leverage the power of the whole enterprise, especially when working remotely, to act in a co-ordinated and aligned manner. They are often characterised by disconnected legacy systems, disparate information stored in personal eco-systems and, at best, multiple (slightly different) spreadsheets. Plans tend to be stored within different departments such as Sales, Shopper Marketing, E-commerce, Category Management and Marketing and are typically not easily accessible, in a format that can be combined easily to support agile decision making. 

The reality is frustration, inefficiency, delayed decision-making and often a lack of corporate history. More time is spent pulling data together than working on it, there’s a whole heap of re-work, the information is out of date the moment it is collated and there are often inconsistences in the data limiting its usefulness in planning and subsequent measurement.
 
The effect of the COVID-19 pandemic has only accelerated the trend of regular budget revision, zero-based budgeting, cost cutting and refocused pressure on operational efficiencies. Whilst there may well be pockets of best practice, digital transformation is proven to enable teams to work together in new ways to address problems like these. More than ever before, there is a need for greater alignment, better choices and more accountability for performance.


Are you aligning your plans effectively?

  • Consider the advantages of aligning your go to market plan for a new product launch
  • Do you know when a new product is due to land on-shelf?  
  • Is the NPD aligned to the implementation of a range review or range update?
  • When does the above-the-line plan break, before or after distribution targets have been achieved?
  • When does the promotion start?
  • When is the shopper activation going live, is it supporting a promotion to drive trial?
  • Does the shopper activation plan complement and enhance the TV, Digital and Print activity, to drive conversion?

If you don’t have that alignment, then you could be missing out. 

What’s the alternative?

Imagine if you had:

  • a single place to access plans, budgets and spend … what’s planned, what’s committed, what’s left unspent and what could be pulled back or reallocated elsewhere – by investment choice, by channel, by customer, by category and brand.
  • data always up to date and accessible to the right people (based on permissions) at the touch of a button
  • historical activity stored securely to enable subsequent analytics and power better choices
  • each activity measured to enable continuous learning
  • results aggregated to drive insight to inform future investment choices

The Single Source of Truth

BASE® Brands creates a single source of truth for all internal or agency partners to lay down, align and maintain all the sales, category, shopper and marketing activation plans in one place, surfaced and updated at the touch of button. This enables better decision making, powers consistent and robust measurement, supports best practice sharing and drives significant efficiency as well as ROI improvements.   

Using BASE® Brands has led to significant improvements in overall ROI as clients have reduced investment in inefficient touchpoints, invested in the right ones to support their brand and customer objectives and better aligned their whole go-to-market execution across previously disconnected departments.  

Organisations leverage our solution to simplify for effectiveness and efficiency, delivering digital transformation by learning and sharing what works, driving consistency of operation across the enterprise and growing capability as well as ROI. 

How can we help you?

Our experienced Team of Senior FMCG Sales and Marketing professionals at BASE® Technologies would be delighted to help in any way we can. Our solution suite includes Consultancy, Training, Planning software and Analytics. If you’re thinking about embarking on tackling this area … or feel your company could benefit from learning more, we’d be happy to explore how we can help.